No matter the industry, business owners are always thinking about the ways in which they can increase sales. Often, they consider elaborate advertising campaigns that are targeted towards new customers. The idea that more customers are the way to secure more sales is commonplace – but not entirely correct. Experts agree that concentrating on existing customers is the true way to boost sales.

This is certainly true in the jewelry industry. We’ve often discussed, in our blog, that jewelry purchases are regularly based on personal attachments to both the pieces and the recipients of those pieces. Sentimental value and heartfelt emotion are often part of the buying decisions made by customers in jewelry stores. As a result, paying a strong attention to the needs, concerns and wants of such customers is paramount.

Get to know your customers.

Jewelry store owners and their staff members should be encouraged to learn more about the people who have made purchases in their stores. Catering to their needs and exceeding their expectations, as it relates to customer service, are important ways to encourage repeat business. As Tracy Matthews points out on CreateHype.com, one of the top ways to boost jewelry sales is to devote time to current customers.

“Book an appointment to work on getting more sales and following up with existing clients every day,” she recommends, “Carving time might include things like crafting your newsletter, calling on new clients, servicing previous clients, customer relationship building, asking for referrals and reaching out to ask for the order. These principles can be catered to any jewelry business model.”

Consider the customer experience – not just the products you’re selling.

When people enter through the doors of your store, they should be met with both an inviting atmosphere and warm and friendly sales representatives. To inspire loyalty, jewelry stores need to make customer experiences memorable. On CrestFinancial.com, Brett Peterson writes that stores should be made to be “warm” destinations.

“Customers are looking for a place where they feel truly taken care of to make this purchase,” he says, “Nothing helps create this atmosphere like warm, friendly sales associates. Instruct your sales team to always smile and acknowledge the emotional nature of the merchandise. More than anything, your sales reps will appear inviting by welcoming customers when they arrive and thanking them when they leave. Rest assured this alone will make an impression.”

Never take your customers for granted.

In other words, don’t just assume that because someone has made a purchase in your store, he/she is bound to return. It’s up to you to reach out to your existing customers to let them know that you value their business. Offering personal invites back to your place of business is a proven way to generate both repeat business and referrals.

The one-of-a-kind Retail Event Marketing services provided by TK Enterprises Inc. have proven that when a jewelry store’s existing customers are called and invited to upcoming in-store events, a boost in sales is imminent. Our talented and experienced team of phone agents are experts in growing customer relationships. By having them contact your customers on your store’s behalf, you will successfully create a path towards greater sales.

For more information about our Retail Event Marketing services, please don’t hesitate to call us toll-free at 1-877-622-0195. You may also email us at heidi.tke@tomkaufmann.com or fill out the form on our Contact Us page and have someone contact you!

We’re sure that when the telephone was first invented by Alexander Graham Bell, it was met with great amazement by members of the general public. A device that could allow you to speak to people who were miles away from you was quite the innovation – in the late 1800’s. And while it’s safe to say that the telephone is still a fascinating device today, it’s no longer considered “magical”. However, there are many magical things that can be done with the telephone.

In today’s business world, much business is still conducted over the telephone each and every day. And, as a result, many professionals have learned the art of developing and building relationships with people that they’ve never met in person. Gaining the trust and respect of a person you’re not speaking with in a face-to-face conversation takes a particular talent. And there are some important keys to showcasing this ability.

It’s all about creating meaningful connections.

Business professionals who work over the phone know that the heart of each conversation must not be about the products and services he/she is selling. Instead, an experienced phone agent knows to delve deeper into the personal interests, needs and wants of the person he/she is speaking to. When personal connections are forged, they allow for professional successes to accumulate.

On StartUpNation.com, Katie Wilson insists that developing meaningful connections is a key way to impress your clients over the phone. “One of the best ways to set your business apart is to cultivate personal relationships with your clients,” she writes, “Others can create similar products and services, but they can’t imitate your customer service. Even if it’s simply said in passing, always acknowledge when callers share personal info.”

It’s all about conversations, not sales pitches.

Some business professionals get a bit too caught up in discussing their businesses instead of listening to their clients’ needs. It’s important to establish the type of rapport that gives clients’ confidence that they are dealing with a company that puts customers first. Keep in mind that a conversation goes back and forth. It shouldn’t be manipulated by any one party.

On BothSidesOfTheTable.com, Mark Suster writes that forgetting to get feedback from a customer over the phone is a big mistake. “This is bad enough in person but I promise you if you do it over the phone the recipient will start to tune out,” he warns, “If you listen closely you’ll probably even hear the tapping of a keyboard. You can talk for a bit but then seek feedback and make sure the other person is ‘with you.’”

It’s all about acknowledging relationships.

At TK Enterprises Inc., we specialize in Retail Event Marketing services – a one-of-a-kind marketing strategy that utilizes our expert team of phone agents to call your customers on your behalf. Our team has decades of experience on the phone and, as a result, knows very well the importance of establishing rapport, building trust and engaging in meaningful conversations.

Our Retail Event Marketing services involve our phone agents contacting the customers you’ve already established relationships with in order to invite them to your upcoming in-store events. Knowing how important it is to use the above mentioned keys to impressing customers over the phone, our callers have been highly successful in making the in-store events, hosted by our clients, big business-boosting affairs!

For more information about our Retail Event Marketing services, please don’t hesitate to call us toll-free at 1-877-622-0195. You may also email us at heidi.tke@tomkaufmann.com or fill out the form on our Contact Us page and have someone contact you!

No matter your industry, there is a common thread that exists. Current customers are more valuable than non-existing ones. It may sound like an obvious “no-brainer”. However, a large helping of business owners regularly devote their time, energy and money towards bringing in new customers. Often, a focus on people who haven’t yet supported a brand is a counterproductive business practice. Paying attention to your current customers is truly the way to grow your success.

Here are three reasons to focus on satisfying your current customers:

1. Your current customers serve as your strongest advertisers.

Okay, so one of your main objectives is to grow your customer base, right? Who better to draw other people to your store than the happy customers who have already visited it? By treating your customers well, you create advocates for your brand. No business owner would argue that word-of-mouth promotion isn’t the most effective (not to mention, cost-effective) form of advertising.

Current customers “will talk about you to their friends, family, colleagues and more,” declares Intuit.com, “When you think about it, you don’t even have to market to more customers because your current ones are already doing it for you. Essentially, the people they hang out with are also your target audience, otherwise known as ‘their circle of influence.’ Your current customers will ultimately draw in their circle and bring you more customers.”

2. Your current customers are bound to buy more and pay more.

Supporters of your brand already know your track record. They’ve made purchases from you before and are well aware of the quality of both your products and your customer service. You’ve already developed the type of trust that will grab their attention when you announce an upcoming sale, new product line or in-store event. Not only does it cost you less to advertise to them, but it will make you more money in the long run when you focus on their satisfaction.

“Long-standing customers are comfortable and confident that you will deliver for them, whereas new customers often need to be enticed with discounts, free trials and special offers,” writes Michael Marzec on ConveroInc.com, “Long-term customers trust you, so they typically are willing buy more from you and pay higher prices the longer you retain them. In fact, customers who are fully engaged deliver a 23% premium in terms of share of wallet, profitability, revenue and relationship growth, according to Gallup’s State of the American Consumer 2014.”

3. It costs you a lot less to advertise to current customers.

Allow us to reiterate an earlier-made point. It is much more cost-effective to market to your current customers. They make heavy investments in pricey advertising strategies such as television commercials and billboards unnecessary. Focusing on the customers you already have doesn’t require much more than keeping the lines of communication open.

“Investing large amounts of time and money on acquiring customers is wasteful and one of the main reasons many companies fail,” says Tune.com, “Spending heavily to acquire customers when you have a high churn rate really doesn’t make sense. Save money and focus on the customers that matter – the customers you already have.”

At TK Enterprises Inc., we continually prove to our clients that our one-of-a-kind Retail Event Marketing services are both highly successful and cost-effective ways of impressing their current customers. By having our experienced team of friendly and knowledgeable phone agents contact their customers in order to offer personal invites to upcoming in-store events, our clients have been able to steadily boost sales and constantly grow their customer bases!

For more information about our Retail Event Marketing services, please don’t hesitate to call us toll-free at 1-877-622-0195. You may also email us at heidi.tke@tomkaufmann.com or fill out the form on our Contact Us page and have someone contact you!

In last week’s blog, we commented upon the importance of body language when communicating with your customers. Highlighting the power of the in-person meeting, our blog noted that body language is often considered the most important element of communication. After all, experts state that we remember more with our eyes than any of our other senses. An infographic on TrainTool.com tells us that 82 percent of the time, we take in the world around us with our eyes.

“The person with whom you are communicating, will only remember 10 percent of spoken information or 20 percent of visual information,” elaborates Jan-Hendrik Vervelde on the site, “If you combine the two, this can be increased to 65-80 percent. So it is extremely important that your body language and what you are saying line up. This is a recurring message in our training: make sure your body language and message are congruent!”

In the jewelry industry, body language couldn’t be more important.

Your ability to convey your emotions through your facial expressions as well as your hand gestures can go a long way with a customer who has an emotional attachment to his/her purchase. As we’ve pointed out numerous times in blogs of past, most consumers place sentimental values on the pieces of jewelry they buy. Therefore, it’s important that, as a salesperson, you’re relatable. Showing empathy and concern is often a big part of what makes you successful.

The importance of eye contact.

On BusinessInsider.com, Martin Zwilling underlines eye contact as an integral part of body language. “The eyes are the most powerful part of our body language, and can express everything from happiness, annoyance, interest, to pain,” he writes, “Frequent eye contact is interpreted as honesty and forthrightness. Staring is interpreted as too aggressive. These are obvious in person, but lost in a text message.”

Obviously, making eye contact with your customers is not something you’re able to do over the phone. The ways in which you look at your customers can communicate whether or not you’re truly engaged. Giving off a disinterested impression is often all that is necessary to lose a customer. As the TrainTool.com infographic reveals, “it takes 7 seconds to make a judgement about a person when first meeting them.”

The importance of posture.

Posture is also a big deal. Do you stand up straight in an attentive manner or do you tend to slouch? The way you stand or sit can make a big difference in the impression you give off. “If you are trying to appear dominant or authoritative, stand erect with shoulders back,” says Zwilling, “A slumped position usually indicates insecurity, guilt, or weakness.”

At TK Enterprises Inc., we know the importance of facial expressions, hand gestures, posture, adequate spacing, handshakes and all of the other important facets of body language. They’re significant enough to make or break relationships between store owners and their customers. This is why we work so hard to get your customers to visit you in person. We know that being able to present your jewelry during face-to-face encounters is the best way to grow your relationships and boost your sales.

Our Retail Event Marketing services are designed to make great impressions over the phone so that you may improve upon them in person. Our highly-skilled team of phone agents contacts your customers personally to offer invites to your next in-store event. Giving you an opportunity to utilize body language to impress you customer base, this marketing strategy has been proven to be highly successful!